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Page 1: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

BRINGING NEW LIFE TO WORK.

A

Page 2: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

BRINGING NEW LIFE TO WORK.

B

Social Connection

Page 3: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

The new life of work. At Coalesse, when we think about work, we ask — how can work be more human?

We were born from a passionate belief that work can be a place where you want to go, not where you have to go. And we know that people around the world are searching for this greater appeal and deeper purpose from their surroundings. We’re helping workplaces become those essential hubs — by building richer social connections, empowering creative collaboration, and supporting personal focus and rejuvenation throughout each day. The best places bring us together, to make the hard work we do better. This is what defines the new life of work. Our work is to instill these spaces with warmth, vitality and soul. We bring modern craft to all the ways we solve for more enjoyable, meaningful destinations, both indoors and out, that enliven your wellbeing and elevate your comfort. It’s why we look further, to create products and custom capabilities that make the best experiences possible — furnishings that embody insight and inspiration; that are drawn from curiosity and discovery; and that delight with beauty and mastery. And it’s why we’re so responsive at every step, to help you perfect your work now, even as we invent what you’ll need next.

Led by intuition, backed by research, and driven by design— we help you bring new life to work.

Coalesse

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WARMTH—

A SENSE AND A

SENSIBILITY.THE PERCEPTION OF SOMETHING

THAT FEELS RIGHT,WELCOMING AND EASY.

WARMTHIS AN EXPRESSION

OF WELLBEING,NEITHER COLD AND DISTANT, NOR FIERY AND TAXING.WE SHARE OUR WARMTH THROUGH

DESIGNAND THE WAY WE RELATE TO PEOPLE.

4 5

CoalesseOur Culture

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Coalesse was founded in the San Francisco Bay Area and our culture has always celebrated the warm, natural beauty of California. We carry that warmth in the way

we create and design.

Warmth increases our ease, trust and delight as we relate to one another. We care about listening to what people need, and anticipating what they’ll want, to help

improve their day.

CoalesseOur Culture

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VITALITY—

A STATE OF BEING, A

PRESENCE.A DEEP MOTIVATIONTHAT CAN BE QUIET OR

EXTROVERTED.VITALITY IS THE ENGINE OF OUR CREATIVITY,

ENLIVENING THE SPACES

THAT HELP US

PERFORM,PRODUCE

AND REJUVENATE,

WITHOUTEVER

LOSING OURSPARK.

8 9

CoalesseOur Culture

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Our capacities deepen when we’re energized and restored by vital surroundings. There’s a force that tells us interesting and exciting things are happening. It lets us

feel we are a part of something worthwhile.

People and spaces that feel bright and alive fuel creativity and let us flourish. They inspire us to make room for imagination — the expression that allows us to see

ourselves in what we build.

CoalesseOur Culture

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SOUL —

TIMELESS CHARACTER. THE UNSEEN ELEMENT THAT ANIMATES OUR WORK. THE

HUMANITY AND EMPATHY THAT LET US CONNECT. SOULIS THE ESSENTIALGROUNDWORK

OF HOW WE EMBODY THE BEST DESIGN

THINKING, FROM PAST TO PRESENT,

TO MAKE PRODUCTS THAT

WILL LASTWELL INTO THE FUTURE

—AND REMAIN A PLEASURE

TO USE.

12 13

CoalesseOur Culture

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We find soul everywhere, from a team of people to the projects they make, the essence of a company to the whole of a city. And from these soulful places, we’re

better able to stretch and grow.

We thrive in the presence of connection — person to person, human to nature, art to science. And when we embrace the unexpected, we’re inspired to create

solutions that both work and matter.

CoalesseOur Culture

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Approach.

It’s possible to feel good while working well. This is our

approach in everything we do — to improve your sense

of wellbeing. We develop furnishings and capabilities

that balance all the dimensions of comfort with the dynamic science of function. We draw

from creative, cultural and critical thinking, because we believe design and knowledge

together can make work more welcoming, effortless

and meaningful.

We are led by intuition, backed by research, and driven by design.

17

Approach

16

Coalesse

17

Page 11: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Beauty & Mastery.Potrero415 Table Collection

Form frees function. Shared experiences have never been more essential at work. Potrero415 captures the fine art and modern craft of the communal table, for the ways we gather today. Iconic in form and innovative in structure, the system has an open architecture that permits many custom choices in scale, shape, materials and color. Slender new tables in the collection fill the gap for the smaller, in-between social and collaborative spaces that add valuable destinations to the workday.

Designed by Coalesse Design Group

“These tables naturally attract people to gather, yet they have the power

and responsiveness of active workspaces.”

Coalesse Design Group

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Approach Coalesse

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Page 12: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Curiosity & Discovery.Montara650 Rocker

Comfort in motion. What happens when people rock at work? This question inspired the partnering of Coalesse product design with some of the first research of its kind, to show that rocking chairs can promote richer connec-tions in the workplace. Rocking moves us to a state of ease, but surprisingly, it also improves how we relate to each other. A good rocking chair increases all four dimensions of comfort — physical, social, cognitive and emotional.

Support the posture

Create the smooth glide that makes rocking easy for people to do

Surround the body

Designed by Coalesse Design Group + Lievore Altherr Molina

Approach

21

“Rocking is both relaxing and bonding. We

become collaborative, and genuinely good contributors, when

we’re more comfortable with each other.”

Lew Epstein General Manager, Coalesse

Coalesse

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Insights & Inspiration.Coalesse Color, Pattern and Material Capabilities

Sensory richness. Color, pattern and material are versatile design factors that can transform a product or space. When they draw upon the restorative power of nature, they can bring richer sensory experiences to the workplace. We believe in and are inspired by these biophilic principles of wellbeing. And we’ve developed a range of custom capa- bility programs for these categories to enhance your creative expression — giving you infinite choice as well as our own framework of calm natural palettes, atmospheric design patterns and elemental solid materials.

“Three integral capabilities open us to

so many sensory design options that will bring

new life to work.”

John Hamilton Director of Global Design,

Coalesse

Designed by Coalesse Design Group

Coalesse

2322

Approach

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Point of View.

It’s the imprint that defines who we are. It’s how we see

and interpret everyday life that makes our ideas distinct. Our

point of view at Coalesse is guided by three foundational

themes — Comfort, Craft and Customization — that enrich

everything we make.

This year we’ve explored the culture of modern craft, with

the rich mix of hand, machine and mind that allows us to

make things, better.

2524

Point of View Coalesse

25

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The Culture of Modern Craft.How We Create

Craft is always about making. Really, it’s about the essential creative pursuit of how to make things, better.

We believe that craft is modern in every age. And tech- nology has always been craft’s tool. Innovation has always been the process of people stretching beyond the best methods available up to that time — the daring to rethink how to do things in more efficient, elegant and ground- breaking ways. As we grow more sophisticated in what we can make and how we make it, pioneers and designers continually invent remarkable new solutions that once might not have been thought possible. And yet they also find new places to preserve the irreplaceable techniques of the past. The beauty of how we participate in the culture of modern craft today is that we can create new mastery out of these combinations. We move from the hand-made all the way to the machine-made — and back again.

Coalesse

27

Point of View Coalesse

27

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“Craft drives us to solve today’s problems

with better tools. At the same time, it lets us preserve an

expression of beauty that makes the modern

world feel less cold.”

Lew EpsteinGeneral Manager, Coalesse

The Ingredients

Beauty is expressed in the unique properties of each material as they

are refined into an artful form.

The Tools

Innovation is the reason we equip ourselves with technology — to remain

relevant, to explore and inspire.

The SparkCuriosity drives the pursuit of

knowledge that makes our products more thoughtful and human.

The PioneersTraditions of mastery show us

the heritage in where we’ve been, so we know where we’re going.

What Makes Craft. These four traits constantly combine, evolve and inform what we

can create in the culture of modern craft .

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Coalesse

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“Work is always about people: how we solve

problems, alone or together; the tools we need; our

expectations of the spaces we use. We continually explore three essential Work Modes that help

us design with empathy for the ways that people

can thrive at work.”

John HamiltonDirector of Global Design, Coalesse

Products inApplications

BRINGINGNEWLIFE TOWORK

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Products in Applications

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Page 18: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Social Connection.

It’s about building trust. Spaces for social connection

encourage us to talk and listen. They’re the settings that provide

the intervals each day where strong bonds are created —

by meeting face to face in relaxed, candid and valued

conversations.

right: Millbrae Lounge Seating and Table, Await Table, Wing Chair CH445

3332

Products in Applications Coalesse

33

Page 19: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

top: Potrero415 Table, Enea Café Wood Stool

bottom: Wrapp Chair

Sistema Lounge System, Montara650 Lounge Chair, CH008 Coffee Table

Social connection builds the soft skills we need in modern

work, to develop the empathy, trust and openness that are

essential to getting things done.

Coalesse

Page 20: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Lobby &Reception

Visalia Sofa, Sebastopol Table

page 38/39: Sistema Lounge System, Montara650 Chairs and Table, Paddle Chair CH25

Millbrae Lounge Seating and Tables

right: Circa Lounge System, Lagunitas Personal Table, Montara650 Table, Viccarbe Aleta Lounge

Brand space.Lobby and reception areas are now expected to do

much more. They’re ambassadors for your entire culture while also acting as branded social settings for initial

greetings and meetings of minds. Thoughtfully designed seating, with a welcoming soul and many ways to create

groupings, makes the difference.

37

Coalesse

3736

Social Connection

Page 21: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Social Connection Coalesse

Page 22: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Lounge

Natural gathering.So often, the catalyst for successful work is simply

a great conversation. Lounges and living room-style spaces warmly invite people to sit down and talk.

Informal gatherings — in an open plan or a dedicated room — invite the spontaneous postures that

can foster richer connections.

Sistema Lounge System

left: Lagunitas Lounge System

page 42/43: Sistema Lounge System, Montara650 Chairs and Tables, Lagunitas Personal

Table, Viccarbe Ryutaro Table

SW_1 Lounge Seating and Tables

Coalesse

4140

Social Connection

Page 23: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social
Page 24: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Café &Dining

Food for thought.A quick chat over coffee. Lunch for four. A casual

meeting place for a larger group. Settings from a break room to an on-site dining space adopt the versatile work and social habits of café culture to create easy,

communal oases for engagement.

Potrero415 Table, Montara650 Chair, Wrapp Chair, LessThanFive Chair

Montara650 Seating and Tables

LessThanFive Chair, Montara650 Table

Potrero415 Light Table, Enea Café Wood Stool

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Social Connection Coalesse

45

Page 25: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

EMU Pattern Chair

EMU Lyze Seating and Table

EMU Terramare Seating and Tables

Outdoor

Fresh air.Research shows that working outdoors can increase

creativity and productivity. What’s more, outside settings are a natural at attracting free-spirited dialogue and

socializing. Well-designed, weather-friendly furnishings can add an entire outdoor room as a prime destination

in the workplace mix.

Coalesse

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48

Right: Potrero415 Table, Lox Chair, Exponents Whiteboard, PowerPod, Viccarbe Ace Chair

Creative Collaboration.

How we generate great work. Work gets better when

we have spaces that help us create content together. Creative collaboration is

encouraged in settings where we can use all the tools of

modern work — comfortably and intuitively — to help

teams excel.

4948

Products in Applications Coalesse

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Page 27: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

top: Potrero415 Table, Enea Café Wood Stool

left: Potrero415 Table, Massaud Conference Seating

Richer creative partnerships arise when we can engage

constructively in well- provisioned workspaces and

meeting rooms.

Potrero415 Light Table, Viccarbe Trestle Bench, Montara650 Chair, Viccarbe Maarten Chair, Wishbone Chair CH24, Exponents Whiteboard

Coalesse

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Conference& Meeting

Creative center.Meetings today are less formal and more dynamic

in collaboration than ever before. The conference room is softening to play multiple roles as technology evolves

and more tools are incorporated into powerful work sessions. Soulful design can streamline the gadgets

and reflect the real creators: people.

E-Table 2, Massaud Conference Seating, Lagunitas Lounge System

SW_1 Lounge Seating and Table

right: Massaud Confer-ence Seating, SW_1 Table, PowerPod

page 54/55: Potrero415 Ta-ble, Enea Café Wood Stool, Exponents Whiteboard & Mobile Display

Coalesse

53

Coalesse

5352

Creative Collaboration

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Page 30: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

right: Hosu Lounge Chair, Trees Table

Focus and Rejuvenation.

Time to regroup. Workspaces only do half

the work if they don’t provide for vital downtime and

mental absorption. Deep thinking comes from states of

concentration that are cared for in quiet, personal

settings with fewer social interruptions.

Coalesse

5756

Products in Applications

Page 31: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Massaud Lounge Seating and Ottoman

bottom: Massaud Conference Chair

Sistema Lounge System

A quiet spot for reflection supports the calm focus

we need to process information and formulate

details for great work.

Coalesse

Page 32: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Enclave

Sanctuary.Enclosed personal settings create a sense of purpose and privacy amid open plan spaces. Enclaves bring the virtues of downtime to the forefront of work,

for unwinding stress as well as thinking with deep focus. Recharge in these outlets built for comfort and quiet,

with a few perfect pieces of furniture.

SW_1 Lounge Chair and Ottoman, Sepastopol Table

right: Massaud Lounge Seating and Ottoman

page 62/63: EMU Heaven Seating and Tables

Hosu Lounge Seating

61

Coalesse

6160

Focus and Rejuvenation

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Focus and Rejuvenation

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Davos Lounge Seating, CG_1 Table Lagunitas Lounge System, Free Stand Table

In-Between Spaces

Adaptation.We know work is fluid. Spaces should be, too.

Socializing can quickly turn into creative generation around a new idea; solo time can open to include

collaboration. We equip a range of in-between areas that can adapt to all kinds of work, depending on what

activity is needed in the moment.

65

Potrero415 Light Table, Enea Café Wood Stool, Viccarbe Common Bench, Sistema Lounge System

SW_1 Conference Chair

Coalesse

64

Focus and Rejuvenation

Page 35: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

“Furniture is our medium to help people feel as

good, if not better, at the end of the workday as

when they begin it. We’re designing for work that’s

more comfortable and restorative, because happy,

healthy and humane environments are going to inspire more accomplished,

engaged people.”

John HamiltonDirector of Global Design, Coalesse

Products by Category

BRINGINGNEWLIFE TOWORK

66

Products by Category

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Page 36: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social

Products.

We produce a diverse range of thoughtfully

crafted furnishings, both indoors and outdoors, for the workplace. We turn

essentials into special and customizable pieces that

let you make spaces exactly the way you want to work

in them.

Seating

Lounge Seating

Coupe TM Lounge SeatingCirca TM Lounge System

Bix TM Lounge Chair

Joel TM Lounge Chair

Lagunitas ® Lounge System

Davos TM Lounge Chair

Thoughtful TM

Lounge Seating

Millbrae TM ContractLounge Seating

SW_1 ® Lounge Seating

Ladderback Chair CH44Hosu ® Lounge Seating

Switch TM Lounge Seating

Millbrae LifestyleLounge Seating

TogetherTM Bench

Shell TM Chair CH07

Massaud LoungeSeating

Oculus TM Chair CH468

Airport TM Chair CH401 Await TM Lounge System Bix Lounge System Bob TM Lounge Chair

CH100 Series Lounge Seating

Evaneau Lounge Seating

Montara650 TM Lounge Chair

Paddle TM Chair CH25 Passerelle TM

Lounge Seating

Sidewalk TM

Lounge SeatingSwathmore ®

Lounge Seating

Topo ® Lounge Seating Visalia TM Lounge Seating Wing TM Chair CH445

SistemaTM Lounge Systemby Coalesse

Montara650 Rocker

Embrace TM Lounge Chair CHE015

Cuba TM Chair CHMG501

68

Products by Category Coalesse

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Davos Bench

Ripple TM BenchLagunitas Lounge System SidewalkLounge Seating

Await Lounge System Bix Lounge System Circa Lounge System

Visalia Lounge Seating

Millbrae ContractLounge Seating

Passerelle Lounge Seating

Exponents® Bench

Together Bench

Benches

Sistema Lounge System

Collaboration Chairs

Chord ® ConferenceSeating

Lox TM Chair

SW_1 ConferenceSeating

Bindu ® ConferenceSeating

Massaud ConferenceSeating

Bob Chair

Guest Chairs

Enea Lottus TM Chair

CH88 Chair

Enea Stacking Chair

Wishbone TM Chair CH24Montara650 Chair

Elbow TM Chair CH20

Kathryn TM Chair Switch TM Chair

Capa TM ChairBindu Chair

Wrapp TM Chair

LessThanFive TM Chair

CH23 Chair CHPK1 Chair

Enea TM Altzo943 TM Chair

Stools

Enea Lottus Sled Stool

CH56 & CH58 StoolCH53 Stool

Enea Café Wood Stool Enea Lottus Post Stool Lox StoolLast MinuteTM Stool

Switch StoolMontara650 Stool

Enea Café Post StoolEnea Bar StoolEnea Altzo943 Stool

Embrace Chair CHE005

Coalesse

7170

Products

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Tables

Collaboration & Conference Tables

Ballet ® Table Bix Table

Lagunitas TableE-Table 2®

Bob Table

Potrero415™ Table

Train ® Table

Denizen ® Table

SW_1 Conference Table

HostTM Table

CH327 Dining Table

Au Lait ® Table Ballet Table Enea TableEnea Lottus Table Montara650 Table

Café Tables

Occasional Tables

Bix Side Table

Enea Table

Montara650 Table

Bix TableAwait Table

Sidewalk Table

Enea Lottus TableDiekman Table

CG_1 ® Table

Lagunitas Table

Bob Table

Circa Table

Millbrae Table

SW_1 Occasional Table Trees Table

Denizen Tablet TableCH108 Coffee Table

Holy Day TM Table

CH008 Coffee Table

Free Stand

Lagunitas Personal Table Passerelle Table

Sebastopol TM Table Switch Table

CH417 Tray Table

Reunion TM Table

Potrero415 Light Table

Coalesse

7372

Products

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Storage Outdoor

Accessories

Utilities

Whiteboards & Podiums

Rugs

Credenzas & Cabinets

Carts

Seating

Tables

Accessories

Exponents Bench Exponents CredenzaDenizen Credenza Denizen StorageTowers & Wardrobes

Host Storage

Exponents Cart Exponents Moby

Arzu Collection

Tabletop Power& Data Solutions

PowerPod

Exponents Lectern Exponents Whiteboard& Mobile Display

EMU Lyze TM Seating EMU Pattern TM Seating EMU Round TM Seating

EMU Ivy TM ChairEMUTM Heaven Seating

EMU Round Stool

EMU Heaven Stool

EMU Re-Trouvé Pouf

EMU Terramare TM Chair

EMU Ivy PoufEMU Ivy Lounge Seating

EMU Re-TrouvéTM Chair

EMU TerramareLounge Seating

EMU Round Table EMU Terramare Table

EMU Pattern TableEMU Ivy Table EMU Lyze TableEMU Kira TM TableEMU Heaven Table

EMU Heaven Vase EMU Re-Trouvé Vase

Coalesse

7574

Products

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Collections.

Our collections focus on design and depth to give

you broader creative choice for your projects. Product

families and variations extend favorite styles across applications.

01 Arzu Collection02 Bix Collection03 Bob Collection04 Carl Hansen & Son Collection05 Circa Collection06 Denizen Collection07 EMU Collection

08 Enea Collection09 Enea Lottus Collection10 Exponents Collection11 Host Collection12 Lagunitas Collection13 Massaud Collection14 Millbrae Collection

15 Montara650 Collection16 Passerelle Collection17 Potrero415 Collection18 Sidewalk Collection19 SW_1 Collection20 Switch Collection

01

03

06

07

08

12

10

14

1520

18

19

11 13

02

0504

09

16

17

76

Products by Category Coalesse

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Partners.

Coalesse is proud of its long history of select

partnerships with both new and legacy brands.

We celebrate international design and collaborative

relationships as we expand our portfolio with distinct capabilities that complement our own.

Arzu Studio HopeCarl Hansen & SonEMUSagegreenlifeViccarbe

Viccarbe Imports Collection

Viccarbe Imports Collection

Viccarbe Imports Collection

Viccarbe Imports Collection

Carl Hansen & Son Collection

EMU Outdoor Collection

Carl Hansen & Son Collection

Arzu Collection

EMU Outdoor Collection EMU Outdoor Collection

Sagegreenlife Collection

Viccarbe Imports Collection

Carl Hansen & Son Collection

Viccarbe Imports Collection

78

Products by Category Coalesse

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Get In Touch

Visit us:

Follow us:

Connect with us:

Steelcase WorkLife Centerswww.steelcase.com/find-us/locations

Learning + Innovation Center EMEABrienner Strasse 42Munchen 80333Germany Make an appointment: +49 89 24488146 2000

facebook.com/coalesse

linkedin.com/company/coalesse

Find a Sales Consultant or Dealercoalesse.com/about/find-us

Contact [email protected]

19-0000250 © 2019 Steelcase Inc. All rights reserved.

Trademarks contained herein are the property of Steelcase Inc. or of their respective owners. Enea and Lottus are trademarks of Enea. Bob, Joel, Lox and Together are trademarks of Walter Knoll AG & Co. KG. Cuba, Elbow, Embrace, Oculus, Paddle, Shell, Wing and Wishbone are trademarks of Carl Hansen & Son. Holy Day and Wrapp are trademarks of Viccarbe. EMU, Heaven, Ivy, Kira, Lyze, Pattern, Re-Trouvé and Terramare are trademarks of EMU.

Coalesse products are available globally through our dealer network and select retail partners. Our sales consultants and expert Concierge Team are dedicated to partnering with you through the entire design and delivery process — from initial planning, pricing, ordering and logistics to detailed specifications and unique customization solutions. We offer complete responsiveness through our blend of digital and personal assistance — to help you make the spaces that bring new life to work.

We’re here to partner with you through the entire design process.

instagram.com/coalesse

pinterest.com/coalesse

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Photo Credits:

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Page 43: BRINGING NEW LIFE TO WORK. · Brand space. Lobby and reception areas are now expected to do much more. They’re ambassadors for your entire culture while also acting as branded social